HEADLINES

Deadline Nears for Committee Application for Sustainable Agriculture Standard

Floral industry members interested in helping develop the first national standard for sustainable agriculture have until April 7 to submit their applications to the Leonardo Academy, which is overseeing the process. A committee, made up of an estimated 40 "stakeholders," will be chosen by the Leonardo Academy to be the voting body for developing the standard.

Scientific Certification Systems (SCS) got the process started last spring, when they submitted a draft standard to the American National Standards Institute (ANSI) to make it an ANSI-approved standard. Since that time, the Leonardo Academy has held several informational meetings for stakeholders — agriculturists, environmentalists and other interested parties — to explain the process for developing the standard.

But the real work begins once the Standards Committee is chosen on April 11.  The committee will be responsible for achieving consensus about what will ultimately be included in the standard. The standard is scheduled for completion in 2010.

Peter Moran, CEO of the Society of American Florists, says SAF had been represented at each of the information sessions, the most recent of which was held Feb. 29 in Arlington, Va. Moran expressed some concern about floriculture having enough input on the committee. "With limited seats on the Standards Committee and many parts of agriculture participating, there will be challenges getting our voice heard."

According to Michael Arny, president of Leonardo Academy, the academy will review all the applications (found here) and choose people based on the ANSI requirement for having a balanced committee. The committee's makeup must be balanced between stakeholders such as producers, users, environmentalists and people defined as "general interest," which includes researchers, educators and trade associations, among other categories.

"The idea is that we want to have a balanced committee with a balanced number of members in each of those categories," Arny says.

For those who aren't chosen to be on the Standards Committee, they can still be involved in the process as a member of a subcommittee, which will act as support to the Standards Committee.

Arny says, for example, "If there's a particular type of crop that the Standards Committee would like to have addressed, they might have a subcommittee with people who are knowledgeable about that crop put together recommendations or options on how to address that particular crop."

To learn more about proposed ANSI National Standard for Sustainable Agriculture and other facts and news regarding sustainable agriculture visit SAF's Sustainbility Research Page.

--Kori Kamradt
kkamradt@safnow.org

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Hallmark Halts the Online Sale of Flowers and Gifts

Hallmark, Inc., recently announced that it will stop selling direct-to-consumer flowers and gifts through its Web site. The company cites an overly competitive marketplace as the reason behind pulling the plug.

"Basically, we have taken a close, thorough look at the current competitive marketplace — particularly for flowers — and our business model, and have determined that the investments we needed to make to keep those businesses running and profitable, simply couldn't guarantee the results we need," company spokeswoman for Hallmark, Julie O'Dell, said in a recent statement.

Hallmark began its flower business with a pilot flower program in 1999 before taking it national in 2001. When it came to flowers, the company's focus differed from wire services because it offered box orders, which actually bypassed florists.

"Our focus is on flower orders delivered by florists," said Tom Butler, chairman of Teleflora. Teleflora's hand-arranged and hand-delivered method falls into a different niche than Hallmark's box orders.

BJ Dyer, AAF, AIFD, of Bouquets in Denver, believes Hallmark's box order strategy might have surprised customers who were expecting professionally designed arrangements as opposed to simply the raw materials. Dyer also thinks that Hallmark's exit from the online flower business will, in turn, help bring business back to florists.

"Over the long term, it points us in the direction that I think eventually the business will come back to the florists," Dyer told E-Brief editors.

E-Brief editors contacted Hallmark, Inc. to inquire what date the company will officially stop selling flowers and gifts online but were unable to reach anyone for comment.

--Morgan Schimminger
mschimminger@safnow.org

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Dutch Chrysanthemums Seized in California

As part of an ongoing effort to protect U.S. floriculture from chrysanthemum white rust, inspectors in Santa Barbara County, Calif., intercepted and later destroyed a box of cut mums from Holland on Feb. 19. There was no official statement regarding whether the mums were infested with chrysanthemum white rust, a "quarantine significant pest" that is "caused by the fungus Puccinia horiana," according to the Web site of the U.S. Department of Agriculture's Animal and Plant Health Inspection Service (APHIS). An introduction or establishment of chrysanthemum white rust in U.S. chrysanthemum growing operations would cause significant losses to U.S. growers.

Growers, retailers, importers and wholesalers are all advised that imports of cut chrysanthemums from the Netherlands currently are banned in the United States because of the high interception of chrysanthemum white rust on Dutch cut mums last year. For the time being, cut mums identified as having originated in the Netherlands will be confiscated and destroyed, with no compensation.
 

In the case of the Santa Barbara shipment, the USDA Smuggling Interdiction and Trade Compliance group (SITC) found the mums were imported by a broker in Miami who then sold the flowers into the United States. The SITC is also collaborating with Los Angeles Customs and Border Protections (CBP) to bolster flower inspections, and increase SITC flower market inspections.

SAF continues to work with WF&FSA, AFIF, and other organizations, as well as with the APHIS-CBP joint task force, in attempts to improve border clearances and inspection processes.

--Morgan Schimminger
mschimminger@safnow.org

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Hill Meeting Incites Lawmaker to Act

SAF member Manny Gonzales of Tiger Lily Florist in Charleston, S.C., knows the power of Congressional Action Days. The first-time attendee prepped for his appointment with Rep. Henry Brown, Jr. (R-1-S.C.) by researching what his positions were on immigration reform, estate tax and increased floriculture and nursery research spending. Gonzales met with an aide from Rep. Brown's office on Feb. 26 about the issues affecting the floral industry.

"I felt like I gave it my best shot," Gonzales told E-Brief editors. Gonzales knew from his research that Rep. Brown already supported estate tax reform, so he focused on emphasizing why more funding for floriculture is needed.

Later on that evening at the Congressional Reception, Rep. Brown arrived and wanted to meet Gonzales. The florist says that the congressman specifically asked, "What can I do for you?" Gonzales highlighted the need for more research funding to be directed toward the floriculture and nursery industry. He also made sure to let the congressman know that he was a resident and a business owner in his district.

Gonzales followed up his Congressional Action Days experience by mailing out thank you letters to the staffers he had met with at each congressional office. He, however, wasn't the only person following up. A little more than two weeks after Gonzales got back from Washington he was "pleasantly surprised" when Chris Berardini, chief of staff from Rep. Brown's office sent him an e-mail asking to have the congressman's name added to the letter in support of increasing the FY2009 funding amount for the Floriculture and Nursery Research Initiative.

SAF is also building on the momentum of member visits to the Hill during Congressional Action Days. On March 12, SAF put out an action alert urging members to contact their representatives to let them know how crucial floral research funding is to the industry. So far, more than 100 letters have been sent to the Hill in support of the issue. The drive for increased floral research funding was one of three key issues SAF members took to the Hill during Congressional Action Days. As is evident from Manny Gonzales's personal experience, members voicing their concerns on the Hill can generate action.

--Morgan Schimminger
mschimminger@safnow.org

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Industry Giant Remembered Through Scholarship and Memorial

Industry Honors Kirk Pamper, AAF, AIFD, PFCI, accepting SAF'S Tommy Bright Award in 2006.

To help ensure that the memory of a floral industry great lives on, the Kirk Pamper Memorial Scholarship Fund is currently being established. The goal of the scholarship is to provide floral designers an opportunity to further pursue an education in the floral industry. The scholarship hopes to encourage its future recipients to remain cutting edge as designers, businesspeople and as spokespeople for the floral industry.

During his life, Kirk Pamper, AAF, AIFD, PFCI, a longtime member of SAF, earned numerous awards and accolades, including the 2006 SAF Tommy Bright Award for Achievement in Floral Presentation and the AIFD Award of Distinguished Service to the Floral Industry in 2005. He participated in countless floral design shows and workshops, such as the AIFD Regional and National Symposia, SAF conventions, the annual Holiday Expo at the Dallas Market and the Philadelphia Flower Show. A graduate of Southern Illinois University, Pamper also taught as a floral design instructor through the University of Memphis's Continuing Education Department.

Pamper died of chordoma cancer on Nov. 19, 2007. On April 20, 2008, a memorial celebrating his life will take place at the Memphis Botanic Garden in Memphis, Tenn.

AIFD provides recognition levels for donors from "Foundation Patrons," for contributions of $15, 000 and over, to "Golden Orchid Club," for donations in the range of $1,000 to $2,499. Donations made through AIFD must state that they are to be given to the Kirk Pamper Memorial Scholarship Fund. For more information, including ways to make a contribution to the scholarship, contact Lona Christoffers at lchristoffers@assoc.mgmt.com.

--Morgan Schimminger
mschimminger@safnow.org

 
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How Does Your City Rate Among the Giants?

If your shop is located in Florida, then you're lucky. According to American City Business Journals, three Sunshine state cities — Miami-Fort Lauderdale, Orlando and Jacksonville — rate among the best metropolitan areas in the nation for small businesses.

For those who don't live in those cities, no worries, there are seven other areas that combine for the top 10 best areas. Included among the top are: Las Vegas, Minneapolis/St. Paul, Seattle, Denver, Providence, R.I., San Diego and New York City.

Strong population growth, tourism and the education levels of the working population are just a few of the factors that contribute to Bizjournal.com's rankings of the top 10 markets.

To see how your area stacks up among the best in the nation, click here for a complete listing of key statistics of each city.

--Cassandra P. Foster
cfoster@safnow.org

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NEWSMAKERS

Outside Speakers Bring New Ideas

When Phillip's Flowers and 800florals.com (a subsidiary of Phillip's), of the Chicago area, introduces new seasonal lines, they make sure designers and staff are pumped up and ready to sell by bringing in outside speakers and designers.

Twice a year, Phillip's gathers dozens of its designers together, from all 10 locations, for a workshop and design show that gives them a heads-up for the upcoming season's line. The business also brings in an outside speaker or designer to help "inspire and boost morale," explains Tracy Styke, stores operation manager for Phillip's.

"It brings a new surge of energy and perspective," Styke says. "The speakers are from all over the country so they bring different ideas of different trends and culture. It's a new outlook that charges [the designers] up."

At the most recent workshop, held the first week of March, Phillip's introduced René van Rems, AIFD, PFCI, a designer and author of "René's Bouquets, A Guide To Euro-Style Hand-Tied Bouquets," which is now in its second edition. During his talk, van Rems emphasized how style, color, composition and presentation are key in custom designs, Styke says.

"He's definitely an entertainer," she adds. "He loves what he does and he loves teaching."

Looking for a floral industry expert to educate and train your staff? Consider hiring a PFCI member. SAF's Professional Floral Communicators International is the floral industry's premier speakers bureau. Contact a PFCI member near you by searching the PFCI member directory at www.safnow.org/pfci.

--Kori Kamradt
kkamradt@safnow.org

 
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Boston Florist Gets Mixed Coverage

Exotic Flowers in Boston has been the florist of choice for at least three celebrities in the past 60 days. And while that star-studded business has led to some positive press — it also ended in one unexpected snafu, according to managing director Rick Canale.
 
On Jan. 9, The Boston Herald reported singer Bonnie Raitt had ordered flowers from Exotic Flowers for the funeral of legendary Boston bluesman "Weepin' Willy Robinson." A month later, the shop was in the spotlight again after it delivered a "ginormous" bouquet to actress Jennifer Garner, who was in Boston to shoot the movie "Ghosts of Girlfriends Past."

Exotic Flowers showed up again in the Herald's gossip page when a columnist reported on now former-Red Sox catcher Doug Mirabelli's Valentine's Day gift for his wife — an orchid bouquet from Exotic Flowers. The problem? The story, which ran Feb. 20, suggested Mirabelli had forgotten the holiday, when in fact he'd placed his order Feb. 12. The other problem? The paper reported the story based on a news tip from Canale. (Unfortunately, the reporter had "twisted" the tip to make it appear more newsworthy, Canale said.)

After the article appeared, Canale received a phone call from Mirabelli's assistant, who stated the baseball catcher's displeasure with the article. Too smooth over the situation, Canale apologized and waived the arrangement fee. He also offered Mirabelli "a few future free" arrangements and posted an apology to Mirabelli on his blog. For his part, Canale has taken a philosophical approach to the mix up.

With mistakes, you have to "be ready to do whatever it takes to make it right," he says. "The reporter is not going to print a retraction, but tell the customer you are demanding it."

And, in the end, customer service mishaps, when handled correctly and quickly, can still turn into positive shop results, he says. "The exposure I got from this mess up came at a marginal customer's expense which created huge buzz and exposure for my shop," Canale says.

Stay on top of media relations in your area with help from SAF resources, including  "Counteracting Harmful Floral Publicity" tips.

--Cassandra P. Foster
cfoster@safnow.org

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LIFE AT WORK

Sleep Deprivation Linked to Work

Have you caught an employee catching a few zzzs on the job? Well, hold the pink slip — a new study from the National Sleep Foundation says work may be to blame.

The study found that while many Americans are working more — logging an average of 9.5 hours a day on the job, plus 4.5 additional hours a week from home — they are sleeping less — a situation that has adverse consequences at home and on the job.  Longer working hours cause "U.S. employees to fall asleep or feel sleepy at work, drive [while] drowsy and lose interest in sex.

"Deprived of sleep, nearly 30 percent are nodding off on the job, while 36 percent say they have fallen into slumber behind the wheel of a car," the study states.

Sleep, and lack thereof, is a hot topic. On the March 16 edition of "60 Minutes" reporter Lesley Stahl uncovered the latest findings in sleep research and delved into why sleep is so important. In another recent study (unrelated to the National Sleep Foundation work), researchers at the University of California, Berkeley found sleep is vital to sustaining — and even improving — memory.

"Sleep, we've been finding, actually can enhance your memory, so that you'll come back the next day even better than where you were the day before," says lead researcher Matthew Walker in the 60 minutes piece.

Does this subject hit home for either you or your employees? Make a point to fill out this week's SAF e-poll on sleeping at work.

--Cassandra P. Foster
cfoster@safnow.org

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TRENDS AND TIPS

Columnist Makes Case for Global Floral Industry

To make the case that globalization can be a tool to fight poverty in the world's poorest countries, a New York Times columnist turned to the floral industry.

"A rose that's a social tool can smell as sweet," writes Roger Cohen in his March 13 editorial.

Cohen filed his column from Naivasha, Kenya, where he observed operations at Longonot Horticulture, which exports some 90,000 rose stems a day.

"Within two days, the roses [from Kenya's Rift Valley] will be in Europe, probably Britain, where 70 percent of production goes," Cohen explains. "A small number is flown to the United States. By the fifth day, they will be in supermarkets. A four-day shelf life is allowed, and a 7-day guarantee is given buyers. So the roses must be good for just over two weeks."

In addition to marveling at the scope and capabilities of the global floral industry, Cohen used the column to advance his opinion that, when properly regulated, the industry can be an empowering economic engine for local communities.

"Africans don't need charity," Cohen writes. "They need the jobs globalization brings. They also need the developed world's social and environmental pressure."

Read the full story by clicking here.

--Mary Westbrook
mwestbrook@safnow.org

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To Consumers, Shopping Ignorance is Bliss

Educating customers about flowers is a sales tactic most industry experts rally around. But according to new research, a little information goes a long way.

Newswise reports that researchers at the University of Iowa have found an interesting trait — they refer to it as the Blissful Ignorance Effect — among consumers.  "People who have only a little information about a product are happier with that product than people who have more information," according to the study.

Researchers determined the extent of the "effect" through a series of consumer experiments. In two of the experiments, consumers held two products, chocolate and hand lotion, and they were asked their opinions on each item after being given either a lot of information on the product, or very little information. "In each instance," according to the researchers at the university, "the subjects who had little information were more optimistic about the chocolate or hand lotion than those who had more information."

One of the lead researchers, Dhananjay Nayakankuppam, believes that consumers develop an emotional attachment to the products they know little about and they engage in a form of "wishful thinking." This effect, he says, "demonstrates that people have a need to be happy with their choice, and will often engage in whatever distortion is needed to justify the purchase. That means playing up the positive aspects while downplaying the negatives."

--Cassandra P. Foster
cfoster@safnow.org

 
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BELIEVE IT OR NOT

Wake Up: Your Boyfriend Is Cheap

A man from Grand Rapids, Mich., has sunk to a new low — and he did it with flowers — according to his girlfriend.

In a letter to the world-renowned advice column Dear Abby, "Ann" of Grand Rapids recounted her initial surprise over a Valentine's Day gift from her boyfriend, "Richie." The gift, which consisted of a high-end flower arrangement and a box of chocolates, arrived two days before the holiday and was an unexpected treat for Ann, who had grown accustomed to Richie's cheap ways. Sadly, Ann soon learned the gift was indeed too good to be true.

"I asked him if he really went and got them," she explained, "and if they were really intended for me. When he didn't respond. I probed some more. He finally confessed they were from a funeral his parents had attended."

When Ann begged the experts manning the Dear Abby column for advice on how to react to Richie's duplicity, their response was short and specific: "Wake up and smell the flowers. You have glimpsed what your future will be like if you marry him. When it comes to making your happy, Richie will always be playing the angles, and you will be shortchanged because he is cheap."

Read the full letter by clicking here. 

--Cassandra P. Foster
cfoster@safnow.org

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MARK YOUR CALENDAR

On the Horizon

• "Keys to Communication" by SAF's PFCI featuring Sharon McGukin, AAF, AIFD, PFCI: July 7, 2-3 p.m. in Chicago, in conjunction with the AIFD National Symposium.
• SAF Palm Beach 2008: Sept. 17-20, 2008, at The Breakers in Palm Beach, Fla.

 
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REGULAR FEATURES

Product Spotlight: Retail Pricing Worksheet

To be profitable in today's market, a florist needs to be able to control cost of goods sold. That's exactly where SAF'S Retail Pricing Worksheet comes in. Download the free worksheet along with the easy-to-follow step-by-step instructions for setting up the Excel spreadsheet so that it can do the work for you — apply mark-up rates and calculate what you should be charging per bunch, per stem, or even per bloom.

 
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Disscusion Forums

Last week, a member asked for some feedback regarding whether Web sites improve a company's revenues. She was looking for specifics about how many sites allow customers to buy online and whether it is "a lot of work to get the images up there" or if it was manageable. It seems that other members echo her interest in the subject of profitable Web sites. A recent post was added from a member who admitted her business has "talked about it [setting up a site] and decided it is the way to go." She also has some concern regarding the actual logistics of setting up a site. Got any tips or advice for this expanding group of Web-curious members?

There's been a new post added to the discussion boards asking, "if anyone has set up a store front" on a number of wedding-based sites. She is interested in discovering if anyone who has set up a store front has received any leads from it. Share your experience by clicking here.

Or start your own discussion.

--Morgan Schimminger
mschimminger@safnow.org

 
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Using Outside Help

The results from last week's e-poll seem pretty one-sided. When it comes to bringing in an outside trainer to motivate staff, slightly more than 68 percent of respondents said it was something they had tried. Almost 32 percent responded by saying an outside trainer has not been brought in to coach the staff.

--Morgan Schimminger
mschimminger@safnow.org

 
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Easter Holiday Hours

For almost all retail florists (95 percent), Good Friday, the Friday before Easter Sunday, was a normal business day in terms of shop hours. Only 2 percent said they were closed, and 3 percent said they were open part of the day. Just over three quarters of the florists were closed Easter Sunday, while 16 percent were open part of the day and 7 percent were open all day.

Easter Holiday Hours

Source: SAF Post-Easter Online Survey of Retail Florists. Based on 217 responses (response rate = 6.4%).

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